Tech, digital and data

We want to use tech, data and digital communications to their full potential to support and motivate Londoners to become and stay active.

We influence and support both tech companies and our existing sport and physical activity partners to develop, test and implement tech solutions that support active lives.

In 2016, London’s technology industry saw over 7,500 start-ups emerge, but those focused on physical activity and sport only account for a tiny proportion of this.

Of the £2.9bn investment secured by London-based tech companies from January to November 2017, just £89.8m was secured by SportTech/HealthTech companies.

But the opportunities are there. In 2017, there were 7.1 million smartphone users in London; 49,000 weekly Google searches for “play sport” and related terms in London and 14,800 weekly Google searches for “fitness classes” and related terms.

Since then, there’s been a realisation of the role technology can have in helping people to be more active, in turn contributing to a broader range of positive outcomes for London, from improved physical wellbeing to stronger bonds between London’s communities.

From our early adoption of open data and the OpenActive initiative, to the opening of the Sport Tech Hub – the capital’s first ever SportTech focused incubator programme – we work hard to demonstrate the value of investing in support for technology.

We use digital communications to influence and motivate people to change their own behaviour. We have run digital marketing pilots that use Facebook to recruit new participants for walking groups and looked at advertising on the same social media platform to promote local This Girl Can Sessions.

We aim to utilise data so that it can have the greatest impact on inactivity, find out more about:

Meet the Team

Chris Norfield is our Digital Marketing Lead. He has led on the organisation’s work on targeted digital marketing and behaviour change for physical activity and sport.

Chris’ combined digital and behavioural science expertise have guided London Sport’s approach to marketing physical activity to less active Londoners.

Alex Zurita is London Sport’s Specialist Advisor – Technology for Participation, with responsibility for shaping London Sport’s strategic commitments to supporting technology, data and digital initiatives designed to raise levels of participation in physical activity and sport in the capital.

If you cannot find what you’re looking for on the London Sport website, contact us here.